国际商务十四单元.pptVIP

Chapter 14 Entry Strategy and Strategic Alliances Introduction Firms expanding internationally must decide:企业国际扩展必须考虑的决定 which markets to enter进入哪个国外市场 when to enter them and on what scale什么时候以什么样的规模进入 which entry mode to use 进入模式的选择 Entry modes include:进入模式包括 Exporting出口 licensing or franchising to a company in the host nation 技术授权或允许东道国企业特许经营 establishing a joint venture with a local company与东道国企业建立合资企业 establishing a new wholly owned subsidiary建立一个新的全资子公司 acquiring an established enterprise收购一个成立的企业 Introduction Several factors affect the choice of entry mode including:选择进入模式的几种影响因素 transport costs运输成本 trade barriers贸易壁垒 political risks政治风险 economic risks经济风险 Costs成本 firm strategy企业战略 The optimal mode varies by situation – what makes sense for one company might not make sense for another 最佳模式不同情况-对一个企业合理的模式不一定对其它公适用 Basic Entry Decisions Firms entering foreign markets make three basic decisions: 企业进入外国市场必须考虑的三个基本决定： 1. which markets to enter进入哪个国外市场 2. when to enter those markets什么时候进入这些市场 3. on what scale to enter those markets以什么规模进入这些市场 Which Foreign Markets? The choice of foreign markets will depend on their long run profit potential选择国外市场将取决于它们长远获利的潜力 (p319) The trade-off is favorable in politically stable developed and developing nations with free market systems and relatively low inflation rates and private sector debt 这种平衡有利于有自由市场系统，相对较低的的通货膨胀率和私营部门债务的政治稳定的发达和发展中国家 The trade-off is least favorable in politically unstable developing nations with mixed or command economies, or developing nations with excessive levels of borrowing这种平衡最不利于政治不稳定的混合或计划经济的发展中国家，或者负债过高的发展中国家 Markets are also more attractive when the product in question is not widely available and satisfies an unmet need Timing Of Entry Once attractive markets are identified, the firm must consider the timing of entry 一旦企业找到了有吸引力的市场，这个企业必须考虑计入时机（p319） Entry is early when the firm enters a foreign market before other foreign firms当公司在其他外国公司之前进入外国市场则时间太早了。 Entry is late when the firm enters